It has to be price competitive with the Model 3. Given BMW pricing for the i3, I don't hold out much hope. It'll probably be at least $10K more than a comparable Model 3. In Houston, Tesla has more brand cachet than BMW, so in actuality; it should cost less to be a decent competitor, here. That's the problem with the new PHEV Lincoln SUV--it costs $10K MORE than a BMW X5 PHEV, when brand cachet says it should cost $10K less.